We RA Priority – Continuing the Conversation

Stories that still needed telling

After launching the We R.A. Priority campaign, Galapagos and the National Rheumatoid Arthritis Society (NRAS) knew the work had only just begun. The campaign launch had started to open conversations—but there was more to say. There were still voices unheard, faces unseen, truths untold.

Blonde teamed up again with AKT Health Communications to continue the campaign.

Real people. Real experiences

More voices. More visibility. More impact.

We travelled across the UK, filming individuals living with rheumatoid arthritis. Each story offered something different—different ages, different backgrounds, different challenges—but all with something vital to say and a determination to be heard.

The aim was to reflect the real diversity of experience within the RA community—and to help people recognise themselves in others.

Filmed in a simple, honest, documentary style, the content was created to feel authentic and open. It was released across digital and social platforms—designed to start a conversation and spark recognition.

Reaching further. Resonating more deeply.

In just two years, the campaign reached an estimated 10 million people.

More than 35,000 visited the campaign website.

Over 3,500 signed up to show their support.

The story didn’t stop there. It gained national media attention—featured on This Morning, Woman’s Hour, talk radio and press—while video content on social media was viewed more than 1.8 million times and editorial reach topped seven million.

It is estimated that the content has reached over half of the UK’s RA community.

Recognised by the industry. Valued by the community.

The continued campaign didn’t just drive awareness—it drove change, strengthening its reach, relevance and resonance. And it was recognised for it. Building on the launch campaign’s awards, this wider campaign went on to win:

Best Use of Content in a Healthcare/Pharma Campaign at the PRWeek UK Healthcare & Pharma Awards.

And was highly commended for it Excellence in Engagement through Digital Channels at the PMEA Awards.

Challenging What is Possible in Rheumatoid Arthritis

Facts alone don’t move people but real stories do and they can build understanding. That’s why this work mattered. And why it continues.

Let’s keep listening. Let’s keep talking. Let’s keep making RA a priority.